How Two Dairy Queen® Operators Are Using Digital Signs to Drive Sales

From promoting the latest Blizzard Ⓡ flavors to celebrating local schools, digital signage is helping two Dairy Queen Ⓡ operators reach customers in real time.

For quick-service restaurant operators, getting the right message in front of customers at the right moment can make the difference between a missed opportunity and a sale. For two Dairy Queen operators in Indiana and Ohio, digital LED signage has become an important part of making that connection.

Jeff Whitaker, a 21-year Dairy Queen operator in Lebanon, Indiana, installed a Watchfire digital display in 2024, replacing a traditional reader board. Changing a message once required retrieving a ladder and manually swapping individual letters, making frequent updates impractical.

“I didn’t realize what a positive impact it would have on my business,” Whitaker says. “I was really surprised by how much sales increased just by having fresh messages out there on display every day.”

Today, Whitaker promotes national Dairy Queen campaigns alongside local offers, including banana split sales, weekday happy hours and $2 bags of ice. He also recognizes employees, highlights school events and promotes community fundraisers.

That flexibility is equally important to Karl Warther, who operates seven Dairy Queen locations near Canton and Akron, Ohio. All seven restaurants have Watchfire signs, which Warther has continued adding since 2013.

With Dairy Queen introducing new Blizzard flavors regularly, the signs put those messages directly in front of local audiences. “We hear it often: ‘I saw that meal deal on your sign,’ or ‘I saw that new Blizzard flavor on your sign,’” Warther says. “It absolutely drives sales.”

Warther schedules lunch specials from 11 a.m. to 1 p.m., beverages from 2–4 p.m., and soft-serve products in the evening. Integrated Dairy Queen content keeps promotions on brand, while Watchfire’s OPx software allows him to manage his signs remotely.

Remote access also provides valuable operational flexibility. If a promoted Blizzard flavor sells out, Warther can update the message from his phone, whether he is at home, at a baseball game or on vacation. Whitaker can likewise manage his display from anywhere with his laptop and a Wi-Fi connection.

For Warther, simplicity, reliability, and customer service matter. “I have seven stores,” he says. “I chose Watchfire over others because I want to be in the soft serve business, not in the electronic repair business.”

Both operators also see their displays as community tools. Warther regularly features school activities, fundraisers and local events, sometimes incorporating school colors. Mixing those messages with promotions keeps the content dynamic, attention-grabbing, and reinforces each restaurant’s community connection.

Ultimately, LED signs give operators the ability to communicate immediately. Whether introducing a Blizzard flavor, adjusting a daypart promotion, or responding when a product sells out, the message can change as quickly as the business does.